Part of Atari’s rebranding, relaunch, and reinvigoration on the market includes teaming up with social justice activist company, LGBTQutie. This is a steep turn away from the direction they were recently heading in involving announcements and a lot of interest and hype in their AtariBox, a hybrid computer-style game console that is still wrapped in mystery.
The announcement about Atari’s partnership with LGBTQutie involves Atari promoting the Pride parade by allowing LGBT Media Inc., to utilize Atari’s Pridefest app as part of the partnership, to relaunch it with LGBT-themed content. The app will allow users to design, decorate and customize their very own Pride parade.
So how did this come about? Well, according to Fred Chesnais, CEO of Atari, he mentions in the press release…
“”When meeting the co-founders of LGBTQutie, Rachel Kimelman and Jordan Weiss, it became clear that the team’s extensive expertise and relationships within the LGBTQ community would benefit Pridefest,” […] “We knew that joining forces with LGBTQutie was the best course of action to further develop and grow the game.”
For Atari it was about getting the brand back out there and attempting to reach as many different demographics as possible. They’ve even partnered with companies such as NECA and Audioware, hoping to cash in on the hype generated from the upcoming Blade Runner 2049.
For LGBTQutie, it’s about expanding the reach of progressive ideology to kids, teens, and young adults utilizing the mobile space. Jordan Weiss, the co-founder of LGBTQutie, a division of LGBT Media Inc., commented in the press release about their demographic reach, stating…
“Partnering with Atari will help us reach a larger audience and fulfill our vision of becoming the go-to platform for the LGBTQ community worldwide.”
This is all part of Atari and LGBTQutie’s goal to provide gamers with a “new standard for LGBT gaming”.
These kind of partnerships can be dangerous for a brand, especially during these turbulent times where sociopolitical affiliations can do more harm to a company’s public image than good. We’ll see how much this plays a role in the hype and attention Atari receives during their next unveiling of the AtariBox.